Topline
Spotify has confirmed that the data tracking period for the highly anticipated Spotify Wrapped year-in-review packages will extend beyond October 31, the date once reported to be the last day of data collection, although it did not specify when tracking will end .
Spotify usually releases Spotify Wrapped in late November or early December. (Photo by … (+)
Key facts
Spotify teased its upcoming Wrapped pack in a Halloween-themed post on X, confirming that data collection will continue until an unspecified date.
The Spotify Wrapped packs, custom graphics that tell a Spotify user the top five most streamed songs and artists in a calendar year, were used to stop data collection on October 31, USA Today reported in 2022.
Spotify told users in an in-app pop-up message last week that “2024 is almost over,” and urged users to update the app so they can access their Wrapped packs when they arrive.
When will Spotify be released in 2024?
Although no release date has been announced, Spotify Wrapped usually releases in late November or early December. Spotify released its Wrapped packs on November 29 last year, a day earlier than the year before, when the packs were released on November 30. Users typically access Spotify Wrapped through an in-app pop-up, and the package is formatted as a slideshow with Instagram Story-ready images. Users also get playlists of their top 100 songs of the year.
Tangent
Social media users have often joked that they are waiting for Spotify to stop tracking their data so they can safely listen to music that they would be embarrassed to see if it ended up in their Spotify Wrapped. More than 200,000 users liked an holiday music and safely showcase tunes without fear of them appearing on Spotify Wrapped.
Important background
Spotify started its Wrapped marketing campaign in 2016 and began issuing Instagram Story shareable images to users in 2019 as part of their Wrapped packages. The Wrapped campaign was a huge marketing hit for the streaming platform: Spotify said more than 156 million users accessed its Wrapped package in 2022, up from 120 million the year before. Social media analytics firm SproutSocial found that 400 million posts were made on Spotify Wrapped on Spotify typically unveils new features for the Wrapped campaign every year. In last year’s edition, each user was assigned a “sound town,” a city that suits their music tastes, leading to viral jokes on social media that Burlington, Vermont and Cambridge, Massachusetts could be home to large communities of queer artists and LGBTQ listeners. In 2022, listeners were assigned listening personality types based on the Meyers-Briggs personality test.
Read more
Spotify is coming soon in 2023: this is how it became a viral and much copied marketing tactic (Forbes)
Spotify Packages ‘Sound Towns’: Social Media Has Theories About Why You Were Assigned Berkeley or Burlington (Forbes)
